Squarespace Email Campaigns That Actually Work
TL;DR:
- Write specific subject lines that tell people exactly what's inside
- Keep emails focused on one clear message with an obvious next step
- Use simple layouts with light backgrounds and optimised images
- Only add people who've actually signed up to receive your emails
- Always include an easy unsubscribe option
- Test your emails in both light and dark mode before sending
Email marketing through Squarespace doesn't have to be complicated. The platform gives you everything you need to create campaigns that people actually want to open and read.
Getting People to Open Your Emails
Your subject line decides whether someone opens your email or deletes it. Skip the vague announcements and get specific.
Write subject lines that tell people what's inside:
- "Grand Opening in SoHo – 20% Off Everything" beats "Big news from us!"
- "Your order shipped this morning" works better than "Update on your purchase"
- "Free workshop: Instagram for small businesses" is clearer than "Don't miss this opportunity"
Keep preview text working for you: This appears right after your subject line in most email apps. Use it to add context, not repeat the same information.
Questions can work well too. "Ready for summer?" or "Still thinking about that workshop?" can nudge people to open.
Writing Emails People Actually Read
Once someone opens your email, you've got about three seconds to prove it's worth their time.
Stick to one main message per email. If you're announcing a sale, talk about the sale. If you're sharing a blog post, focus on that. Trying to cram everything into one email just confuses people.
Make your call-to-action obvious. People should know exactly what you want them to do next. "Shop the sale," "Read the full post," or "Book your spot" work better than "Click here" or "Learn more."
Keep your brand voice consistent. If you're usually chatty and informal on social media, don't suddenly become corporate in emails. People signed up to hear from you, not a robot.
Designing Emails That Look Good Everywhere
Squarespace's email editor handles the technical stuff, but you still need to make smart design choices.
Keep layouts simple. Light backgrounds with dark text are easiest to read. Save the fancy designs for your website.
Use images strategically. They should support your message, not decorate it. Always add alt text that describes what's in the image. Keep file sizes small so emails load quickly.
Test in dark mode. More people use dark mode now. Check that your text and buttons are still readable when someone's email app inverts colours.
Building a List That Actually Wants to Hear From You
A smaller list of engaged subscribers beats a massive list of people who ignore your emails.
Only add people who've opted in. This means they've ticked a box, filled out a form, or specifically asked to join your list. Adding people from business cards or social media followers without permission is a quick way to the spam folder.
Clean your list regularly. Remove email addresses that bounce or people who haven't engaged in months. It improves your deliverability and saves you money.
Make unsubscribing easy. Include a clear unsubscribe link in every email. People who want to leave will find a way anyway, and making it difficult just annoys them.
Technical Details That Matter
Send from your own domain. Emails from yourname@yourdomain.com look more professional than generic addresses and avoid spam filters better.
Test before sending. Send test emails to yourself and check them on your phone. What looks perfect on your computer screen might be unreadable on mobile.
Time your sends. Most people check email in the morning or early evening. Avoid sending during lunch hours or late at night unless you know your audience prefers different times.
Try A/B testing with small groups first. Send two versions of your email to 10% of your list, see which performs better, then send the winner to everyone else.
FAQs
What makes people open Squarespace emails?
Specific subject lines that tell people exactly what's inside, consistent sending from addresses they recognise, and preview text that adds useful context.
How do I keep my email list healthy?
Only add people who've explicitly signed up, remove bounced addresses immediately, and regularly clean out subscribers who haven't engaged in 6+ months.
Do Squarespace emails work in dark mode?
Yes, but you need to test them. Use transparent backgrounds for images and make sure text colours remain readable when backgrounds change.
Can I automate email campaigns in Squarespace?
Squarespace offers basic automation like welcome emails and abandoned cart reminders, but doesn't have advanced automation workflows like dedicated email platforms.
Jargon Buster
Alt Text: Description of an image that shows up if the image doesn't load or for screen readers used by visually impaired people.
A/B Testing: Sending two slightly different versions of an email to see which one gets better results.
Bounce Rate: Percentage of emails that couldn't be delivered, usually because the email address doesn't exist anymore.
Dark Mode: Setting that changes light backgrounds to dark ones to reduce eye strain.
Wrap-up
Good email marketing comes down to respecting your subscribers' time and attention. Write clearly, design simply, and only send emails that provide genuine value. The technical features in Squarespace handle the delivery – your job is creating content people actually want to receive.
Start with the basics: clear subject lines, focused messages, and clean designs. Once you've got those working, you can experiment with timing, frequency, and more advanced features.
Ready to build an email list that actually engages with your content? Join Pixelhaze Academy for step-by-step tutorials and proven strategies.